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SELECT 👉 Hagley Oval commentaryRecord-breaking Deadline Day caps off biggest AFL Trade Radio yet
SEN • October 17th, 2025 4:02 pm
Record-breaking Deadline Day caps off biggest Continental Tyres AFL Trade Radio
The final day of the 2025 Continental Tyres AFL Trade Radio has delivered unprecedented results, capping off a record-breaking season of trade coverage across the AFL digital platforms.
Broadcast live from Marvel Stadium and co-produced with SEN (Sports Entertainment Network), Deadline Day saw fans flock to the platform in extraordinary numbers, with more than 922,000 plays, a staggering 17 million minutes of content consumed across audio and video formats, and over 150,000 unique users watching and listening to the final hour as Deadline reached a dramatic conclusion.
The day also saw over three million social video views across the AFL Trade Radio social channels, and over 500,000 views on the biggest social post of the day.
Video streaming had a massive 9.6 million minutes consumed, averaging over 25 minutes of viewing time per user, and audio numbers were just as impressive, with over seven million minutes of audio content consumed.
The program’s final hours featured exclusive interviews with key player agents and club representatives, including Tom Petroro on Zach Merrett’s trade ambitions, and Robbie D’Orazio following Charlie Curnow’s move to the Sydney Swans.
AFL.com.au’s own Trade experts Cal Twomey and Riley Beveridge broke every major story as the deadline approached, with compelling vision captured from inside the trade rooms, providing fans unparalleled access as the dramatic final stages unfolded.
The results mark a significant year-on-year increase across all key metrics, including:
• 25% growth in total minutes consumed
• 115% increase in video plays
• 74% growth in podcast downloads
• 25% growth in total minutes consumed
• 115% increase in video plays
• 74% growth in podcast downloads
Results were similarly impressive over the previous 15 days of the Continental Tyres AFL Trade Period, with Trade Radio recording over 2.5 million plays (across both audio and video platforms), starting in Grand Final week and running right through to October 15.
Combined with the exceptional Deadline Day results, total audio and video plays increased 32% year-on-year across the 2025 Continental Tyres AFL Trade Period.
Executive General Manager Customer and Commercial Bec Haagsma said the Continental Tyres AFL Trade Radio goes from strength to strength and plays a pivotal role across AFL channels to engage with the fans.
“The interest in the Continental Tyres Trade Radio continues to grow, highlighting the passion our fans have with over 50million total minutes across the trading period resulting in record-breaking engagement across AFL Channels,” Haagsma said.
“We thank SEN for their ongoing partnership in bringing Continental Tyres Trade Radio to life, as well as the incredible AFL team who work tirelessly to make Trade Radio a success and bring unparalleled coverage to our audiences.”
SEN CEO, Craig Hutchison, said the results reflect the growing appetite for trade content and the strength of the partnership between SEN and the AFL.
“Trade Radio has become a cultural phenomenon for footy fans. These results are a testament to the passion of the audience, the quality of the talent, and the power of collaboration with the AFL.
“Deadline Day was electric, and we’re proud to have delivered with the AFL team the most comprehensive trade coverage in the game.”
Reaching across AFL platforms, AFL.com.au also saw record numbers year-on-year with the AFL Trade blog registering over one million reads, with social engagement doubling and reach tripling from 2024.
The Continental Tyres AFL Trade Radio was available exclusively on AFL channels via the AFL app and AFL.com.au.
